Towards adaptive tourism areas: using fitness landscapes for managing and futureproofing tourism area development

Abstract

Purpose: Tourism areas are challenged to become adaptive areas in the context of a dynamic networked society and globalizing economy. The purpose of this paper is to contribute to an enhanced understanding and conceptualization of adaptive tourism areas by drawing attention to “fitness landscapes,” a metaphor that is used in complexity theories to visualize development trajectories of adaptive systems. Design/methodology/approach: Fitness landscapes, and its underlying theories, are useful to conceptualize tourism area development as a stepwise movement through a dynamic landscape with peaks and valleys. Doing so allows us to highlight why adaptation is a crucial property for tourism areas that are embedded in dynamic contexts and offers a frame of thought for how tourism areas can be managed. Findings: The article raises awareness about and draws attention to a set of factors and conditions that support tourism planners and managers in enhancing the capacity of tourism areas to adaptively respond to changing circumstances. Originality/value: Introducing fitness landscapes contribute to the discussion on adaptive capacity building – a topic that contributes to managing uncertain futures and is likely to gain importance in the dynamic society. Moreover, it helps as well as stimulates tourism scholars to further develop this topic. Finally, it helps tourism planners to build adaptive capacity in practice.